Presentation on Innovative Product

Group No. 4

 Sanal Nair
 Johnson Thomas
 Manish Vispute
 Valay Chheda
 Vimal Jain

Group No. 4 Product and Brand Management 1

Shoe Polish
What it is?

 Not just a Shoe polish.

 It’s a next generation Shoe Polish.
 With colour replacing formula.
 Comes in Two colours, Black and Brown
 It completely replace old colour and apply new colour.

Group No. 4 Product and Brand Management 3

Why it is needed?

 Can be used on various types of shoes.

 A single shoe can be use in different colours.
 Can be used multiple times.

Then, why to keep different colour shoes,

just change your polish

Group No. 4 Product and Brand Management 4

Types of Shoe Polish Products

Types of shoe polish products:

1. Paste/Wax shoe polishes
2. Liquid shoe polishes
3. Cream shoe polishes
4. Whiteners

Broadly in India there are 2 types of shoe care:

• Wax polish
• Liquid polish
Group No. 4 Product and Brand Management 5
Types of Shoes available in India

The various Shoe type material available in the market are

• Leather
• Canvass
• Smooth leather
• Suede
• Nubuck
• Nylon mesh

Group No. 4 Product and Brand Management 6

Competitors

Shoe polish market is pretty low i.e. 120 crores with more
than 30% rural penetration.

The top brands in India:

• Cherry blossom rich shine Wax polish (Reckitt)
• Kiwi Wax polish (Sara lee)
• Cherry blossom rich shine Liquid polish (Reckitt)
• Kiwi classic instant Liquid Polish (Sara lee)
• Cherry blossom leather guard Wax polish (Reckitt)
Group No. 4 Product and Brand Management 7
Segmentation and Pricing

 The product will be launch as Mass Market Product.

 Will launch in Metropolitan cities, Tier 1, Tier 2 with
Rural market.
 Target Audience: Office going Executives.
 Price will be Rs. 99/- per 75ml bottle.

Group No. 4 Product and Brand Management 8

Advertising Plan

 TV ads
 Print ads
 Changing Billboards
 Magazines
 Internet Marketing

Group No. 4 Product and Brand Management 9

Group No. 4 Product and Brand Management 10